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Post Trade Show Evaluation Strategy – A Two Part Series

Wed, 01/06/2016 - 12:00pm

Is the trade show or special event over when the last box is sealed, flooring packed and the truck is heading back to the shop? As the baseball legend, Yogi Berra said, “It ain’t over till it’s over." Part of determining the return on investment (ROI) is more than tracking the leads and new contacts made at the show. When returning to the office, make time for thoughtful evaluation of all aspects of the trade show or event when it is still fresh in your mind. This information will help determine what was effective and identify areas for improvement. Since you are evaluating several aspects of the show, consider two parts of the process for the planning and exhibit structure.

Just like planning for an event or trade show involves a list, you can develop a checklist of criteria for your post-show evaluation. Reviewing the overall strategic goals is the start, then examine the elements that support achieving the results.

Pre-Show Planning

Was the pre-show planning a success? For example, were there measurable results from pre-show marketing such as attendees bringing an email or mailer to the booth?